Short answer: Your Google Business Profile matters more for getting found, because it is where people go when they need a contractor right now. But a light social media presence still helps, because customers check it before they call to see if you are real, active, and do good work. You do not need to post every day.
If you only have time for one, put it into your Google Business Profile. But “one or the other” is not really the choice. They do different jobs.
What your Google Business Profile does
It shows up when people search for what you do in your area, often in the map results at the top of Google. These are people with a job that needs doing.
It is the closest thing to a free lead source most contractors have. If yours is not fully set up, start there. Here is our guide on optimizing your profile for more calls.
What social media does
Social media rarely brings in someone with a burst pipe. What it does is answer the questions people have after they find you:
- Is this business still active?
- What does their work actually look like?
- Do real people in my area use them?
A Facebook page with recent job photos and a few comments can be the difference between a call and a skip.
Where social media does bring leads
- Local Facebook groups, where neighbors ask for recommendations.
- Referrals, when past customers tag you or share your posts.
- Visual trades like remodeling and landscaping, where people browse for ideas before they need you.
- Paid ads on Facebook and Instagram, which work differently from organic posts.
Which platforms matter for contractors
For most home service businesses, Facebook is the one homeowners check. Instagram is worth it if your work is visual. Nextdoor can be valuable in residential neighborhoods.
You do not need TikTok, X, and LinkedIn unless you genuinely enjoy making content there.
The minimum worth doing
- Keep your Facebook page complete: phone, website, service area, hours, and a good cover photo.
- Post one or two photos of finished jobs a week, with the town and type of work.
- Reply to every comment and message within a day.
- Reuse the same photos on your Google Business Profile.
That takes about 20 minutes a week and covers what customers look for.
What a good contractor post looks like
The best posts are simple and specific. They show real work, name the town, and tell people what the job solved.
- “New 50-year roof in Holden. The old one was leaking into the attic every storm. Done in two days, yard cleaned up the same evening.”
- A 15-second video walking through a finished bathroom.
- A photo of your crew on site, with a thank-you to the homeowner (with their permission).
Skip generic quotes, holiday graphics with no connection to your work, and posts that only say “Call us today.” They take time and do not build trust.
If you are stuck for ideas, answer one question a customer asked you this week. If one person asked, many others are wondering the same thing.
A simple rule
Google brings the customer to you. Social media helps them decide. If you are short on time, get Google right first, then add a light social presence so you do not lose people at the decision stage.
Related reading
- Website vs. Google Business Page: What’s the Difference?
- How to Optimize Your Google Business Profile for More Calls
- Do Facebook Ads Work for Contractors?
Not sure where your time is best spent? Tell us your trade and where your leads come from today. We will tell you which channel to focus on first.
Written by
Mardochee Carries
Managing Director | Brandcastl
Mardochee leads Brandcastl, a Worcester, MA marketing agency that helps local businesses get found on Google and turn searches into booked jobs.
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